Think Like A Game Designer

About VlaadaVlaada Chvátil is one of the most influential game designers of the modern era. As the creative force behind classics like Through the Ages, Codenames, and Galaxy Trucker, and a co-founder of Czech Games Edition (CGE), he’s built a career defined by curiosity, craft, and an uncompromising commitment to making games he actually wants to play. Vlaada’s path—from programming and digital game development to shaping some of the most enduring tabletop designs of the last 20 years—has given him a rare perspective on iteration, collaboration, and long-term creative sustainability. In this episode, we explore how he chooses projects, why great development beats marketing every time, and how designing for joy has fueled both his games and his company.Ah-Ha MomentsWe Sell Games So We Can Make Games: Vlaada reframes the entire business of game design. The purpose of publishing is to fund the next act of creation, not to chase sales targets. This mindset frees designers to make bolder, more honest games, because success is measured by creative momentum, not quarterly performance.The Best Marketing Is Ruthless Investment in Development: CGE spent its early years with no marketing team at all, because they didn’t need one. Vlaada’s long-term strategy is simple and difficult: invest heavily in development and let quality do the work. Great games create their own momentum. Word of mouth, sustained sales growth, and long tails are the natural result of excellence.The Golden Rule of Collaborative Design: When collaborators disagree, Vlaada avoids persuasion entirely. Instead of fighting to prove one idea right and the other wrong, the goal is to find a third solution neither person originally proposed, but that both genuinely like. This reframes disagreement as a creative engine, not a conflict, and almost always leads to stronger, more resilient designs. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit justingarydesign.substack.com/subscribe

About CarlyCarly McGinnis is the driving force behind one of the fastest-growing tabletop companies in history. As CEO of Exploding Kittens, she’s helped lead the company to over 25 million games sold and dozens of successful launches, all while keeping the promises of the most-backed crowdfund ever. Carly’s path—from surviving the Hollywood talent-agency grind to building a global game business—has given her a rare blend of resilience, humor, and no-nonsense leadership. In this episode, we discuss how she scales teams, navigates creative chaos, and builds a culture that can actually deliver on big ideas.Related episodes with Elan Lee, Creator of Exploding KittensJustin’s Ah-Ha Notes:* Slow Down to Grow Faster: Carly reminds us that speed isn’t the same as progress. When you rush just to keep moving, you create confusion, rework, and stress that ultimately slow you down. The real skill is learning to pause long enough to think clearly, set the right priorities, and avoid doing things simply for the sake of doing them. When you give yourself and your team permission to slow down, you actually create the conditions to grow faster and make better decisions.* Define “Good Enough” and Move Forward: One of Carly’s superpowers is knowing when to push and when to ship. Perfection can quietly kill momentum, especially inside a fast-scaling company. By clearly defining what “good enough” means for a project, she empowers her team to keep moving, learn in the real world, and avoid getting stuck polishing details that don’t matter. Progress comes from clarity and clarity starts with setting a bar everyone understands.* Leadership Is Repetition: Carly makes this point beautifully: leadership isn’t about a single breakthrough moment, it’s about reinforcing the fundamentals again and again. Whether it’s reminding the team of the mission, encouraging fast feedback loops, or surfacing hard conversations, the job is to repeat what matters until it becomes part of the culture’s DNA. A great leader is patient, and presents enough to help their teams grow in the right direction. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit justingarydesign.substack.com/subscribe

About KyleKyle Thiermann is a professional big-wave surfer, journalist, and creative director whose career bridges storytelling, advertising, and adventure. He’s written for Men’s Health, Surfer, and Outside Magazine, and helped shape campaigns for brands like Patagonia, Yeti, and Mudwater, with his ads and viral spots reaching over 100 million people. Kyle is also the author of One Last Question Before You Go: Why You Should Interview Your Parents Now, a deeply personal exploration of family, curiosity, and conversation. In this episode, Justin and Kyle dive into the fear that drives creativity, the lessons of surfing six-story waves, and how to use curiosity and courage to build a more meaningful creative life.Think Like A Game Designer is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.Ah-ha! Justin’s TakeawaysDeadlines create gravity: Surrounding yourself with people you respect and setting clear deadlines are two of the most powerful tools for getting things done—it is the engine of creative work, which turn ambition into action and ensure you finish what you start. Proximity is an accelerant: Kyle’s learned, both in the ocean and in his creative career, that the fastest way to improve is to surround yourself with people already doing the thing you’re learning. Mentorship and shared goals create a rhythm of steady progress that’s hard to find alone.Better questions equal better understanding: We’re trained to have answers, but not to ask better questions and that’s where understanding truly lives. Whether you’re exploring a design challenge or rebuilding a relationship curiosity has the power to turn conversation into insight. Kyle’s book about interviewing his parents is a masterclass in curiosity.Show Notes“The power of deadlines and more specifically, the fear of disappointing people I respect has driven my career.” (00:04:55)We start by talking about the writing group where Kyle and I met, guided by New York Times best-selling author Neil Strauss. Together we dig into how essential structure and accountability are for any creative project including the value of mentors, peers, and most of all, deadlines. If you’ve listened to this podcast before, you’ve heard me say it: deadlines are magic. They turn vague ambition into finished work.“Find the people that are doing the thing and hang out with them as much as possible.” (00:15:58)Kyle connects his life as a big-wave surfer to his creative process, showing that fear and mastery follow the same pattern. Whether you’re paddling into six-story waves or starting a new creative career, the fastest way to grow is to surround yourself with people already doing what you aspire to do. Mentorship, proximity, and shared accountability accelerate progress more than any course or tutorial ever could. “Copywriting is much more like stand-up comedy, where you’re trying to take an idea and distill it down to its most essential form that’s going to get someone’s attention and connect them to this thing that you are selling.” (00:34:49)Kyle compares copywriting to stand-up comedy and it’s a perfect analogy. Both rely on timing, clarity, and emotion. Every word has to earn its place. For designers, writers, and storytellers, the lesson is simple: your job isn’t to explain, it’s to distill. When you can make someone feel something in a single line, you’ve revealed its essence, making it easier for your audience to understand, and therefore, to buy.“We’re taught to have the right answers, but never taught to have the right questions.” (00:51:56)Kyle wrote a book about interviewing his partents. His book grew out of realizing that curiosity—especially toward the people closest to us—is a learned skill. We train for answers, but not for questions, and that leaves entire parts of our relationships unexplored. As Kyle discovered, interviewing is about transforming judgment into curiosity. Asking better questions of our parents, our collaborators, or ourselves is how we rediscover the people we thought we already knew.* Kyle’s Upcoming Book: https://geni.us/onelastqbeforeyougo* Kyle’s Website: https://www.kylethiermann.com/ This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit justingarydesign.substack.com/subscribe

Touko Tahkokallio is one of the rare designers who has mastered both tabletop and digital worlds. Starting out as a theoretical physicist, Touko shifted careers to follow his passion for play. First by designing acclaimed board games like Eclipse, then shaping some of the biggest mobile hits of all time at Supercell, including Hay Day, Boom Beach, and Brawl Stars. In 2022, he co-founded a mobile game studio Stellar Core which he is the chief creative officer.In this episode, we explore the hidden value of juggling multiple projects, how to prototype without rules or components, and why a playful mindset is essential, especially when the work gets tough. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit justingarydesign.substack.com/subscribe

About this EpisodeThis episode is a little different from the usual Think Like a Game Designer conversation. Instead of a freeform discussion, I came prepared with a curated list of questions to guide the conversation, giving us a structured look into Jordan’s creative process, his philosophies on innovation, and the lessons he’s learned over decades of building worlds. The result is a fast-paced, insight-packed episode that feels like sitting in on a masterclass in game design.About Jordan WeismanJordan Weisman is a legendary figure in interactive entertainment, whose career spans tabletop games, video games, theme parks, and beyond. As the creator of Battletech, Shadowrun, and Crimson Skies, and the founder of iconic companies like FASA and WizKids, Jordan has shaped generations of players and creators alike. His work is defined by boundless curiosity, fearless experimentation, and a lifelong commitment to collaborative storytelling.In this episode, Jordan and I explore what it means to think small, fail boldly, and keep learning no matter how much success you’ve had. We discuss how curiosity drives innovation, why emotional courage is more important than financial risk, and how respect—for yourself, your team, and your audience—is at the heart of great creative work. Whether you’re just starting your design journey or looking to rekindle your passion after decades in the industry, Jordan’s insights offer a masterclass in staying creative for life.Think Like A Game Designer is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.Justin’s QuestionsWhat’s something that you’re passionate about outside of your career, and what do you love about it? (00:01:33)* During the pandemic, he rediscovered model building and diorama crafting, a childhood hobby that brings him therapeutic joy.* He enjoys it because it’s tangible, visual storytelling where you can actually see progress, a much different process than game design, which often feels abstract or slow.What do you love about that kind of model building and creating? (00:04:05)* It aligns with Jordan’s love of world-building and storytelling when creating small, detailed scenes that tell a story visually.* It’s satisfying because each session produces visible progress, reinforcing creativity and immersion.What is advice that you would give to someone that’s just starting out in your industry? (00:04:06)* Think small. Beginners often aim for massive projects like the ones they admire.* Start with something you can finish using your own limited resources.* Completion and execution teach more than ideas ever will.* Focus on learning through doing, not imagining.Now let’s flip to the other side of the equation: what do you see as an important lesson that industry veterans need to learn? Or put another way, what advice do you think your older self might give to you? (00:06:30) * Avoid hubris. Experience can blind you. Everything you know might be wrong.* Listen to young minds. Youth brings creativity because it hasn’t learned what’s supposedly impossible.* Over time, past failures make people too cautious; veterans must keep their beginner’s mindset.* Innovation demands courage to look foolish publicly; fear of embarrassment kills creativity.* Stay humble, keep experimenting, and reassess old assumptions regularly.Are there any practices or rituals or ways that you try to keep yourself in that beginner’s mind? How can one get the advantages of experience and minimize the disadvantages? (00:08:09)* You must be willing to “go face first into the mud.”* As he said in the previous question, public embarrassment is the price of innovation.* Surround yourself with young thinkers, question assumptions, and resist dismissing ideas based on past failures.* Always check whether past lessons still apply, because markets and contexts change. Jordan gives an example of a failed company born from his overconfidence, where he didn’t re-research the market because he assumed he already knew it.What do you consider the most important skills to cultivate for your profession, and how do you cultivate these skills? (00:15:13)* Endless curiosity: Study adjacent fields like comics, fiction, tech—anything that feeds creative cross-pollination.* Build a box: Instead of “thinking outside the box,” define constraints clearly to evaluate ideas. For example: He designed Mage Knight by creating a checklist of problems (ease of entry, low cost, retailer needs) and solving within that “box.”* He values self-education: when he didn’t know toy manufacturing, he paid a small company to teach him the process.So let’s get to the areas where the industry or you have been dead wrong. What common advice do you hear about your industry that is dead? (00:24:26)* “Nothing is ever dead.” Genres, mechanics, and IPs always come back (vinyl, RPGs, etc.) * When people say something’s over, it’s actually ready for reinvention.* He used to believe in-person collaboration was essential, but remote work proved him wrong.* He often misjudged products (like thinking Funko Pops would flop).* Absorb wisdom but not edicts.* Success and failure are cyclical, making timing and humility matter more than certainty.What books, articles, or learning resources have had the biggest impact on you? And if there are any key takeaways that stuck with you that come to mind? (00:30:53)* Mentions Reed Hastings’ book (Netflix culture) and Creativity, Inc. by Ed Catmull (Pixar). The value here is the small-team principles and leadership lessons, though he’s skeptical of the “find five geniuses” model.* His biggest lessons came from mentors, not books: Mark Miller (creator of Traveller): taught him kindness and professionalism. His father, Mort Weissman: joined FASA, ran the business side, and kept it alive.* He emphasizes mentorship, respect, and kindness as lasting business principles.What is the right way to find a partner? (00:33:14)* Finding a partner is like finding a life mate: talk about goals, work habits, expectations.* Negotiate the “prenup” early, meaning you should decide how you’ll split if things go wrong.* Avoid the naive approach he took (asking friends at the table).What about systems, software, and tools that have had a big impact on your workflow?(00:38:18)* Internal tool: his “box” process for evaluating ideas.* Software: Slack (no internal email, all communication centralized), Google Docs (collaboration), ClickUp/Jira (task tracking).* Avoid “Not Invented Here” syndrome: don’t build tools you can buy.* Focus on your core innovation; outsource or use existing solutions for everything else.* Reuse mechanics unless your innovation demands new ones.* Let your team choose tools bottom-up instead of enforcing top-down.What’s your favorite project, and what lessons did you learn from it? (00:45:46)* His favorite is always the one he’s working on now, but emotionally, Shadowrun and Crimson Skies stand out. Shadowrun came from trying to differentiate from Cyberpunk and combining fantasy with cyberpunk via the Mayan calendar. Crimson Skies was born from personal burnout after his wife pushed him to rediscover his passion. It led to reinvention and eventually Microsoft’s acquisition of his company.* His lesson here is that passion and reinvention are crucial; listen to loved ones and know when to move on from stale success.You can find the previous episode with Jordan below: This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit justingarydesign.substack.com/subscribe

About JonathanJonathan Grant is a creative director at Zynga, founder of Orbital Games, and co-host of We Thought It Would Be Easy with Jordan Weisman. His career spans startups, acquisitions, and AAA environments, where he’s pitched ideas in Zynga boardrooms, built risky new projects, and collaborated with legends of the industry. Jonathan’s work is defined by his willingness to experiment, his honesty about failure, and his belief that great games hide secrets waiting to be discovered. In this episode, we dive into what it means to make the right bets, how to use criticism to grow, and why experimentation and mystery are essential tools in game designThink Like A Game Designer is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.Ah-ha! Justin’s Takeaways* Your Critics Are Right About You: Jonathan challenges us to let go of ego by acknowledging that criticism often contains truth. Instead of fighting it, use it as fuel to grow. Accepting this mindset helps designers take risks, embrace feedback, and move forward without fear of failure.* The Power of Experimentation: At Zynga, Jonathan saw firsthand how structured experimentation can refine ideas—sometimes running a dozen tests at once. The key lesson: experimentation validates and sharpens vision, but it should never replace it. Use data to guide improvement, not dictate creativity.* The Purpose of Gameplay is to Hide Secrets: Jonathan believes the most memorable games invite players to discover hidden layers. Secrets create mystery, turning mechanics into worlds worth revisiting. As designers, we should craft experiences that reward curiosity, giving players reasons to return again and again. Show Notes"Pain isn’t bad. Damage is bad." (00:17:57)This framing really resonated with me. Creative projects often hurt, the late nights, the tough feedback, the near-misses, but that’s not the same as damage. Damage is when you burn out, ruin relationships, or risk your financial stability. Learning to distinguish between the two is essential. Pain can be a teacher or a compass; damage is a warning sign."Your critics are right about you." (00:27:14)It’s a hard truth, but Jonathan is right. The ego wants to believe that critics don’t understand us, yet their words often hold a kernel of truth. When I apply this mindset, I can let go of defensiveness and see criticism as fuel for growth. Its a reminder to use feedback to sharpen both my work and myself."The thing that Zynga was incredible at was experimentation… sometimes a dozen experiments at once." (00:50:37)At Zynga, experiments weren’t random, instead they were structured, frequent, and scaled. As a designer, I take from this that experimentation should validate vision, not replace it. Numbers can guide us toward sharper solutions, but they can’t generate the spark that makes a game truly special."Philosophically, the purpose of gameplay is to hide secrets." (01:08:29)I love this idea. Secrets are what keep players coming back: hidden interactions, unexpected depth, and little discoveries that reward curiosity. A great tip for RPG game masters is to place a secret in every location so players always have something to unravel, with each secret offering a way to draw them back on track. In my own designs, I’ve found that the best games aren’t the ones that reveal everything up front, but the ones that invite players into a world where there’s always more to discover. That sense of mystery is what makes play feel alive. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit justingarydesign.substack.com/subscribe

About ElanElan Lee (@elanlee) is the co-creator and chief executive officer of Exploding Kittens, a leading gaming and entertainment company. Under his leadership, Exploding Kittens has expanded its portfolio to nearly 30 different games with more than 60 million games sold in more than 50 countries since its founding in 2015.Before founding Exploding Kittens, Lee was the chief design officer at Xbox Entertainment Studios, where he led the Interactive Entertainment Portfolio. Prior to that, he was the founder and chief creative officer of Fourth Wall Studios and co-founder of 42 Entertainment. He began his career at Microsoft Games Studios as a lead designer on the original Xbox.Lee has won a Primetime Emmy for the series Dirty Work; Game Innovator of the Year for Exploding Kittens; a Peabody Award for the world’s first alternate reality game, The Beast; and an IndieCade Trailblazer Award for a distinguished career in interactive entertainment, among others.In this episode, Elan and I discuss into how his company built their rigorous playtesting culture, why marketing is inseparable from product design, and how pitching to Target and Walmart is just another kind of game. Whether you’re trying to break into retail, sharpen your viral marketing instincts, or simply design games people can’t stop playing, this conversation will give you both insight and inspirationAh-ha! Justin’s Takeaways* Execution is the Superpower: From manufacturing to social media strategy, Elan’s team treats execution as part of game design. Elan explains why 80% of his company are marketers, producers, and logistics experts, all aligned around making games irresistible to discover and play.* Marketing is Product Design: At Exploding Kittens, marketers have veto power. A game might be hilarious to play in the room, but if it can’t be captured in a five-second social video, the game never makes it out of the room. Elan shares how his team tests hundreds of games at design retreats, then filters them through a marketing lens to ensure the product is not only fun but also instantly communicable and shareable.* Play to Sell: When pitching to Target or Walmart, Elan doesn’t “sell” games—he plays them. He gets buyers into the experience, proving the fun directly. This approach yields extraordinary success rates, with most of Exploding Kittens’ pitched games picked up for retail. Elan reframes pitching as playing with new friends, making joy the ultimate sales tool.Show Notes"She said, ‘I just want you to take a moment and take a breath and realize you built this thing.’" 00:04:46It’s easy as creators to focus on what’s broken or what needs fixing (I know I fall into this mindset myself) but sometimes the most powerful thing you can do is step back, practice gratitude, and recognize how far you’ve come. Elan’s wife reminded him of this during a board meeting, and it’s a lesson all of us can use to cultivate more joy in our creative journey."It doesn’t matter if it’s the best game in the world. If they don’t know how to sell it, it is not worth wasting our time on." 00:15:15Sometimes as game designers, we feel like the job ends once the mechanics click. Marketing can seem like an afterthought, but the truth is that it’s part of product design. Elan bakes this into his process by giving his marketing team veto power at design retreats. It’s a powerful reminder: if you want your game to succeed, you must think not only about how it plays but also about how it will be discovered. For Elan, that means asking whether a game can be sold in five seconds on social media. He shares stories of projects he loved that never made it to market because his team couldn’t find a way to sell them. This strategy is tied directly to reaching the casual gameplay audience, which demands this very specific approach."All I do is I talk to my friends about how much fun they are about to have, and then I prove it." 00:32:25Elan’s approach to pitching games is radically simple: instead of talking, play the game and let the experience do the work. Whether you’re pitching to Target or teaching your prototype at a convention, the best way to win people over is to let them feel the joy for themselves. Hearing this made me rethink my own approach, as I’ve often been guilty of trying to “sell” too much instead of simply playing.“[Poetry for Neanderthals] is, in its purest form, a tool set to let you talk to other people in the room." 01:04:01Elan describes his games as tool sets that let players entertain each other, which is why games like Poetry for Neanderthals or Codenames can stay fun even after dozens of plays. My philosophy takes a different angle: I aim to design games that last a lifetime, so my team thinks deeply about what the 100th play will feel like, something Elan admits he never has to think about with his own games, designed for his casual gaming audience.Whether your players stick around for ten plays or a hundred, the real secret is the same: Whether they’re crushing their opponents with clever plays or laughing together as they stumble through ridiculous challenges—great games create space for players to shine. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit justingarydesign.substack.com/subscribe

At Gen Con this year, we kicked off Ascension’s 15-year anniversary celebration. I had the chance to meet so many fans who have been part of this community for over a decade; the experience was both humbling and rewarding.We just launched the Gamefound Campaign for the Ascension 15th Anniversary Collector’s Edition and I’ve been reflecting on the incredible journey that brought us here. What began as a casual prototype I created to play with friends between rounds of Magic tournaments has grown into a game that connects millions of players around the world.Here are the five most important lessons I've learned, each has transformed Ascension from a prototype to a global phenomenon.Lesson 1: Prototype and Iterate FastWhen I first started working on Ascension, I never expected it to become the success it is today. It was 2009, and I had just quit my job to start my own game company. The funny thing about starting a company is that until you’re making money and collaborating with others, the difference between “CEO/Game Designer” and “guy sitting on his couch” is mostly a matter of attitude.At the time, I had spent over a hundred hours playing the deckbuilding game Dominion. This game pioneered the genre, offering the fun of deckbuilding without the hassle of collecting cards. As a Magic: The Gathering Pro, I loved that it delivered the joy of constructing a deck without buying packs or managing a collection. Eventually, however, the game became predictable. Because each setup of available cards was fixed from the start, I rarely needed to change my strategy. I also found that the game took too long to set up, impacting the ratio of fun to busy work in a way I thought could be improved.The secret to creating Ascension was simple: remove the things from Dominion that get in the way of fun.My first prototype was literally just a shuffled pile of Dominion cards, which instantly cut 20 minutes off setup time. Mind you, this prototype wasn’t good, but it gave me a quick sense of how the gameplay might feel, and I could see a spark of something great there. My next prototype was nothing more than sharpie scribbles on blank cards. Since my prototypes were quick and ugly, I had no problem throwing them out and making rapid changes. That freedom allowed Ascension to go from idea to store shelves in under 18 months.The lesson: Your first prototype should be so ugly you're embarrassed to show it to anyone. That embarrassment is freedom—freedom to fail fast, change everything, and find the fun without falling in love with your first ideas.Lesson 2: When in Doubt, Cut it outMost new designers try to solve problems by adding things to their games. The correct answer is almost always to cut instead.Ascension started by cutting Dominion’s purchase and play restrictions. This streamlined the game and gave players more choices each turn, but also required me to add a second resource [power] to keep tension high. This change was just the start, the biggest cut came much later in development.Ascension’s signature innovation was the ever changing center row, which dramatically increased the variety in each game. At the same time, this mechanic also created the risk of a stalled board state, meaning that if players weren’t able to buy anything from the center, nothing would change and the game would drag on. My original solution was a “conveyor belt” mechanic, where, at the end of each turn, the rightmost card was banished and everything slid down. This guaranteed movement and created tension as cards neared the edge.The problem was that players kept forgetting to slide the cards down. Every. Single. Game.I tried everything: special cards that interacted with the conveyor belt, giant reminder text on the board, entire mechanics to make sliding feel essential. Nothing worked. Then one playtester asked the question that should have been obvious but I was blind to: "What if we just cut that rule?"We shuffled up, played without it, and never looked back. The game was cleaner, faster, and more fun. Did the board stall occasionally? Yes, but we could mitigate that by subtly adjusting card costs and adding banish effects players could buy when needed. In this case, the conveyor belt cure was far worse than the occasional stalled board disease.The lesson: Every mechanic costs mental energy. When facing a design challenge, always ask first: "What can I eliminate to solve this problem?" Remember, "dead now" doesn't mean "dead forever." Cut mechanics make great expansion content later.Lesson 3: Perfect Your Pitch Through RepetitionEvery game needs a killer hook, and the only way to find it is through repetition. Brutal, exhausting repetition.I learned this the hard way at my first Gen Con booth, where we sold the first copies of Ascension 15 years ago. Over the course of the show, you pitch the game a hundred times. You refine, adjust, and figure out what works. By the end, I could pitch and demo Ascension in my sleep. I knew exactly how to get someone hooked, and the moment I no longer needed to be there (for Ascension, it’s usually turn three, when players start seeing the new cards they purchased and get excited about improving their decks).Whenever possible, use things your audience already knows as a reference, combine two familiar concepts, or give a twist to something they’ve seen before. You need to get information about your target audience and customize the pitch to them. Once they’re hooked, you can guide them into a demo and, hopefully, into buying the game and sharing it with friends.In 2010, if I knew my audience played Magic, my go-to pitch was:“Imagine all the fun of drafting card packs in Magic, all with just one lifetime purchase.”If they were familiar with Dominion, an effective pitch was:“Ascension is like Dominion, but with a fun fantasy theme and you can play an entire game in the time it takes to set up a game of Dominion.”If they weren’t familiar with either game category, I would usually start with a more theme forward pitch:“Ascension is a 30 minute card game where you recruit mighty heroes and weapons to defeat monsters and earn honor.”At first, pitching this way feels awkward. You have to train yourself to read the audience, adapt, and take feedback from their reactions. The best games also make it easy for players to teach friends, and those people become your best marketers. The more you practice pitching and running live demos, the more it will shape your design choices, helping you create games that are not only fun to play, but also fun to learn and teach.The lesson: Practice pitching your game early and often. Alex Yeager’s 2-2-2 demo framework is a fantastic tool for game designers (you can hear more about it on my podcast with Alex here). Whether you need a two-sentence pitch, a two-minute overview, or a two-player demo, tailoring the level of detail to your audience is key. This approach prevents overwhelming your audience with too much information at once while still providing a clear and concise introduction to your game.Lesson 4: Know Your Core Tension and Protect ItEvery great game revolves around one central tension that hooks players.* In Uno, you're trying to empty your hand without unlocking your opponents' cards.* In chess, you protect your king while threatening your opponent's king.* In poker, you want to win the pot but must risk chips without knowing what others hold.* In Magic: The Gathering, the one-land-per-turn restriction forces agonizing tradeoffs about which spells to cast.For Ascension, the core tension is this: adapting to an ever-changing market while your opponents threaten to snatch the exact cards you need.The game sings when there are multiple exciting cards supporting your strategy, but your opponent might grab them first. Every choice matters because the board state is temporary. Purchasing a Mechana construct early makes each successive mechana construct better, but if your opponent cuts you off from the cards you need then your strategy could fall apart.Understanding this core tension has guided 15 years of expansions. Every new mechanic is built to enhance this central dynamic, but never replace it. Our newest expansion, Ascension Legends, turns faction choice into a higher-stakes decision than ever with the Legendary Track system. As you climb each faction's track, you unlock powerful bonuses. Suddenly, that “meh” Lifebound hero becomes essential because it pushes you toward a game-breaking legendary power. Multi-faction cards become contested treasures. The tension ratchets up, but the heart of Ascension remains intact.In the 15th anniversary campaign, I’ve designed an entirely new card type that impacts every game called Chronicles. Chronicle cards were an interesting challenge to design, because I wanted to make something that honored Ascension’s history, impacts every game, and could work with whatever expansion(s) you chose to play it with. But I’ve always believed constraints breed creativity and these constraints were no exception. There are 17 Chronicle cards available in this campaign. At the start of the game, you can select any two of them and set them beside the center row. Each one adds a new game rule or unique cards to the game. Each of these 17 cards was designed to highlight one of our previous expansions and compress its impact on the core tension into a single effect. Because they are promos and players can opt in to which ones they want to play with, I also felt more free to make more powerful abilities that I would never put into a normal set. For example, one card representing Darkness Unleashed, where we first introduced transforming cards, adds the rule: “At the start of the game, each player removes one Apprentice and one Militia from their Starting Deck and Transforms them into one Mystic and one Heavy Infantry.” These cards are a great way to radically shake up the game and have some fun reevaluating old cards and strategies in the light of new mecha

About Tim FerrissTim Ferriss is a category of one. His innovative approach to life and business has helped him to launch 5 New York Times Bestellers, build one of the most influential podcasts in the world with over one billion downloads, become an early stage investor in companies like Uber, Facebook, Shopify, Duolingo and more. His #1 New York Times Bestselling Book, The 4-Hour Work Week, was part of the inspiration for me to quit my job and start my own company (you can here more of that story in my appearance on Tim’s podcast here). And now he has taken all of those skills and brought them to game design with the release of Coyote. We dive deep on all of these topics and learn how Tim selects and approaches each new arena he seeks to conquer. Tim deliver’s on many insights that will apply to you regardless of your creative field.Think Like A Game Designer is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit justingarydesign.substack.com/subscribe

About ColeCole Wehrle is one of the most innovative minds in board game design today. Cole is a partner at Leder Games, but best-known as the creator of Root, the woodland war game that redefined asymmetric play. Cole’s work reaches far beyond cute meeples and clever mechanics, with a background in history and a career in academia, Cole approaches game design as a way to explore systems of power, narrative ambiguity, and the complexity of human behavior. In this episode, Cole and I dive deep into the tension between control and chaos, discussing how historical research fuels good design, and why the best games ask players to grapple with uncomfortable truths. Whether you’re designing your first prototype or searching for deeper meaning in your work, this conversation will challenge you to think differently about what games can do. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit justingarydesign.substack.com/subscribe

About AmyAmy Lowe is a marketer, strategist, and lifelong nerd whose career spans over two decades helping brands connect with audiences in meaningful ways. Though she’s worked across industries, Amy found her passion in the tabletop gaming space as the marketing and communications manager for the Game Manufacturers Association (GAMA). Now she’s bringing hard-won insights about brand strategy, customer research, and authentic positioning to help game publishers and designers not just sell more games—but build sustainable, trusted brands. In this episode, we explore why marketing isn’t just promotion but the vital bridge between your company and your community, how to identify your X factor, and why the courage to lean into your authentic voice is the key to long-term success. Whether you’re launching your first game or trying to grow a studio, Amy’s wisdom will give you a roadmap for connecting with players in real, human ways. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit justingarydesign.substack.com/subscribe

About Derek SiversDerek Sivers has worn many hats, musician, entrepreneur, author, and philosopher, but his work maintains a single throughline: a relentless pursuit of living deliberately. He first found success by founding CD Baby, an indie music platform that revolutionized digital distribution before he sold it for over $20 million and donated most of the proceeds. Since then, he’s become a bestselling author of books like Anything You Want, Hell Yeah or No, and Useful Not True, each filled with punchy, poetic wisdom earned from experience. In this episode, we explore how to treat your life like a design problem, why marketing is part of the art, and how vulnerability and weirdness aren’t liabilities—they’re the keys to resonance. Whether you’re building a company, making games, or just trying to figure out how to live a more meaningful life, this conversation will challenge your assumptions and invite you to take that first small but deliberate step. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit justingarydesign.substack.com/subscribe

Dominic Crapuchettes is the founder of North Star Games and the designer of massive hits like Wits & Wagers, Say Anything, and the Evolution series—games that have sold over 4.5 million copies. In this episode, Dominic opens up about the rise and fall of North Star, from building a 30-person team and landing six SKUs at Target, to watching the company go bankrupt and eventually buying it back. He shares what he’s learned from those hard-won lessons, including how to build frothing fan communities, how to design with audience constraints in mind, and why brand and hook matter as much as gameplay. We also dive into his most ambitious project yet: Nature, a new modular game system launching at Gen Con that aims to bring the magic of collectible games to families and casual players alike. Whether you're a founder, designer, or someone trying to follow your passion while staying afloat, this is an episode you won’t want to miss.Think Like A Game Designer is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit justingarydesign.substack.com/subscribe

CHECK OUT SHADOWS OVER SOLIS TODAY ON GAMEFOUND5 Quick Lessons About Crowdfinding* Crowdfunding has changed: You need to bring your own audience and community. Success now requires months of preparation, including playtesting, reviews, and pre-launch marketing.* De-risk your campaign: Validate your product ahead of time (e.g., with digital play), use scalable local manufacturing, and print to order to reduce financial risk.* Offer meaningful, manageable exclusives: Make backers feel special with unique experiences or digital rewards that don’t overcomplicate fulfillment or inflate costs.* Lead with gratitude and humility: Crowdfunding is hard and full of uncertainty. Transparency, community connection, and willingness to own mistakes are vital for long-term support.* Build and contribute to community: Share not just your products, but your journey, learnings, and stories. That’s how you create lasting relationships and grow a global community around your games. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit justingarydesign.substack.com/subscribe

Kohji Nagata has worn many hats—software developer, musician, podcast creator—but today he’s best known as Head of Design and co-founder of Parallel Studios, where he helped launch the massively successful Web3 trading card game Parallel. What started as a passion project has become a genre-defining phenomenon, valued at one point at half a billion dollars. Kohji approaches design from a deep philosophical place, wrestling with fear of failure, perfectionism, and the drive to always improve. In this episode, he and Justin explore the creative tension between success and self-doubt, dissect the mechanics of resource systems in TCGs, and dig into the role of AI in the future of game design. Whether you're an aspiring creator or a veteran designer, this conversation offers a rare window into the mind of someone building at the frontier of games and technology. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit justingarydesign.substack.com/subscribe

About Dafna PlebanDafna Pleban is a veteran comic book editor and narrative developer whose career spans over 15 years across original and licensed publishing. Best known for her work at BOOM! Studios, Dafna has overseen hundreds of issues, helping launch award-winning titles like Lumberjanes, Fence, Seven Secrets, and Goldie Vance. She’s worked with major creators including Tom Taylor, Mark Waid, and Kieron Gillen, and has shepherded beloved franchises such as Buffy the Vampire Slayer, Dune, Planet of the Apes, Star Trek, and Power Rangers.Dafna’s creative journey began at UCLA, where she majored in English after pivoting from microbiology and discovering her strengths lay in storytelling, not science labs. A lifelong comics fan, she broke into the industry through sheer hustle—running a podcast to score a press pass to Comic-Con, then turning that passion project into a marketing job at BOOM! and eventually into an editorial career.In this episode, Dafna reveals what it really means to be an editor in comics—from juggling creators and licensors to surviving the relentless pace of monthly publishing. We talk about the role of stress in the creative process, the economics behind launching a successful comic, and how great editors build trust, teams, and stories that resonate. Whether you’re looking to pitch your first comic or just want a glimpse behind the curtain of franchise storytelling, Dafna’s journey offers a masterclass in making creativity sustainable.Find Some of the Comic’s Dafna’s Worked on Here. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit justingarydesign.substack.com/subscribe

About Justin ZiranJustin Ziran is a veteran of the collectible and strategy games industry. He has decades of experience shaping some of the most successful brands in tabletop gaming. He began his career at Wizards of the Coast, where he played key roles in product teams for Dungeons & Dragons, Magic: The Gathering, and the Pokémon Trading Card Game. In 2012, Justin became the President of WizKids, where he spearheaded the expansion of the company's product lines and reach. Under his leadership, HeroClix became a best-selling collectible miniatures game featuring Marvel, DC, and other licensed properties. He has overseen numerous board game releases and innovations across various product lines, blending business acumen with a deep passion for gaming.With a business school background, Justin brings a unique approach to game publishing, combining data-driven insights, market analysis, and creative intuition to make impactful decisions. He firmly believes in "why not both?" thinking—seeking innovative solutions that challenge traditional trade-offs. His ability to merge strategic foresight with product passion has led to consistent success across multiple gaming categories. Throughout a highly successful career, Justin has focused his innovation and talent on the one metric I've always said matters most: player experience. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit justingarydesign.substack.com/subscribe

James Introcaso is an award-winning tabletop game designer and storyteller whose work has helped shape the modern landscape of roleplaying games. As the lead game designer at MCDM Productions, James was integral to developing roleplaying systems that captivate players worldwide. His design credits include co-creating Burn Bright, Roll20’s first original RPG, co-authoring seven official Dungeons & Dragons books, and leading design on Draw Steel, an upcoming RPG that raised over $4.6 million on Backerkit.James’s journey into games began with a childhood love of D&D, a theater background, and a stint writing and producing for television, including Adult Swim and National Geographic. A former podcaster and blogger, he got his start in RPGs by self-publishing content on the Dungeon Masters Guild and building an audience through thoughtful commentary on 5e design. His freelance hustle and creative drive opened doors with Wizards of the Coast and later landed him a full-time role at MCDM.In this episode, James shares lessons from his creative path—from making shark-themed heavy metal promos to designing some of the most beloved TTRPG content today. We talk about how to turn passion into a profession, the realities of freelancing in gaming, and what it really means to “get lucky” in the industry. Whether you’re a theater nerd, a math nerd, or someone dreaming of making your own RPG system, James’s story is packed with insights and encouragement for every kind of creator. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit justingarydesign.substack.com/subscribe

About Jesse AlexanderJesse Alexander is an Emmy award-winning screenwriter and producer with over two decades of experience crafting iconic television series and groundbreaking game content. If you've watched TV over the last 20 years, you've likely seen some of Jesse’s work. His television credits include Alias, Lost, Heroes, Hannibal, Star Trek: Discovery, American Gods, and Citadel.A pioneer in transmedia storytelling, Jesse has designed award-winning content that extends narratives across multiple platforms. His work in the gaming industry includes contributions to LucasArts, Predator VR, and animated trailers for Blur, as well as narrative design consulting for Valorant and other Riot Games titles.In this episode, Jesse shares his incredible journey—growing up immersed in film and game culture, hustling as a screenwriter, and navigating the ever-evolving landscape of TV and interactive storytelling. We discuss the impact of AI on the creative process, how he channels ADHD into productivity, and the lessons he’s learned from decades of freelancing across television, film, and games. Jesse’s relentless passion for storytelling, genre innovation, and collaboration shines through, making this an insightful and inspiring conversation for creators of all kinds.Find more about Jesse Alexander at: https://www.scribblejerk.com/Ah-ha! Justin’s Takeaways* As Creators, We Are the Product, Not What We Make: Jesse’s perspective on creativity was a huge lightbulb moment for me—he emphasized that formats change, tastes shift, and technology evolves, but the one constant in a creative career is you. Instead of being overly attached to any one project, Jesse has focused on honing his craft, staying adaptable, and evolving with the industry. This reminded me of how essential it is to keep learning and growing, no matter the medium or platform.* Ikigai—Finding Purpose in Creative Work: Jesse’s career embodies the Japanese concept of ikigai—that intersection of passion, skill, and purpose. He spoke about staying humble, not taking creative work for granted, and grinding relentlessly to turn his love of storytelling into a career. It reinforced something I’ve long believed: success in any creative field isn’t just about talent—it’s about the work. If you love it, you have to show up every day and put in the effort to make it sustainable.* Not Fearing Feedback is a Superpower: One of the biggest takeaways from Jesse’s story was how he developed an immunity to criticism early on. He grew up making Super 8 films with his friends, and the brutally honest feedback they gave each other shaped his ability to iterate without ego. This fearlessness allowed him to refine his skills, take risks, and navigate the competitive world of Hollywood and game writing. It made me reflect on how fear of judgment holds so many people back—if you can embrace feedback as a tool for growth, you unlock a creative superpower.Think Like A Game Designer is a reader-supported publication. To receive new posts and support my work, consider becoming a free or paid subscriber.Show Notes“People started seeing that they could rely on me to generate content of a certain level of quality within a window of time.” (00:12:16)Jesse reflects on his early screenwriting hustle, explaining how his relentless output and consistency helped him break into the industry. He emphasizes that success in creative fields isn’t just about raw talent—it’s about showing up, doing the work, and proving you can execute under pressure. This lesson is invaluable for aspiring creatives looking to establish credibility and build momentum.“The truth is, you just have to decide how badly you want to succeed at the thing—and then turn everything else off.” (00:29:06)Discussing the impact of ADHD on his creative process, Jesse shares how he managed distractions by eliminating them entirely. He credits his ability to stay hyper-focused on writing by avoiding TV, video games, and unnecessary noise. His disciplined approach serves as a powerful reminder that deep work requires conscious effort to remove obstacles and stay committed to the craft.“I was the guy willing to talk back to executives and say, ‘You guys don’t get it, man—this show is great.’” (00:44:32)Jesse recounts his time working on Heroes and how the network initially didn’t understand its appeal. He explains the importance of being an advocate for creative vision, even when facing skepticism or resistance. His willingness to challenge industry norms and fight for bold ideas is a valuable lesson for any creator looking to push boundaries.“I just want to keep that beginner's brain activated—because we, as creators, are the product.” (01:03:45)Jesse describes his philosophy of lifelong learning, from experimenting with AI to studying new storytelling formats like screen-life movies. He emphasizes that the entertainment landscape is always evolving, and staying relevant means continually pushing yourself to learn, adapt, and innovate. This takeaway is crucial for creatives who want to remain at the forefront of their industry. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit justingarydesign.substack.com/subscribe

About Ryan SoaveRyan Soave is a healthcare executive, therapist, coach, and speaker with over 14 years of experience in mental health consulting and counseling. Ryan has dedicated his career to guiding individuals navigating personal and professional challenges. His work spans one-on-one coaching, leadership consulting, and trauma-informed therapy, helping people unlock deeper self-awareness and achieve their best work.In this episode, Ryan discusses his experiences with therapy and coaching, offering a practical framework for overcoming creative blocks, facing discomfort, and making progress in both work and life. He shares insights on how unconscious patterns shape decision-making, why emotional resilience is key to success, and how becoming more self-aware can transform personal and professional growth. Whether you’re a designer, entrepreneur, or simply someone striving for a more fulfilling life, Ryan’s wisdom provides invaluable tools to help you move forward.Ah-ha! Justin’s Takeaways* Embracing Discomfort as a Path to Growth: Ryan shared a game-changing perspective: the ability to sit with discomfort is what separates those who grow from those who stay stuck. We often try to avoid tough emotions, seeking distractions instead of facing what really needs to be addressed. Whether in creativity, business, or personal development, pushing through discomfort is what leads to breakthroughs. This hit home for me—some of my biggest successes, both in game design and entrepreneurship, only happened because I was willing to step into uncertainty rather than run from it.* The Power of Clear Goals and Intentions: One of the most eye-opening moments in our conversation was Ryan’s emphasis on setting specific, actionable goals. He pointed out that broad ambitions like “I want to be happy” or “I want to be successful” are too vague to be useful. Just like in game design, where clear objectives improve player experience, defining concrete aims in life helps eliminate frustration and keeps you on track. The clearer the target, the more likely you are to hit it.* Your Past Does Not Define Your Future: Ryan reframed trauma in a way that stuck with me—not just as major life events but as unconscious habits and strategies we develop that may no longer serve us. How often do we cling to outdated mindsets simply because they once worked? Whether in creativity, leadership, or personal relationships, we all have automatic responses shaped by our past. The key is recognizing when those responses are holding us back and having the courage to rewrite the script.Show Notes“We're helping people be able to lean into discomfort.” (00:07:01)Ryan explains that therapy isn’t about making people feel good all the time—it’s about teaching them how to handle discomfort in a productive way. Too often, people avoid difficult emotions, which only reinforces their fears and anxieties. By embracing discomfort instead of running from it, we create the opportunity for growth. This lesson applies directly to game design, where pushing through creative blocks, iterating on ideas, and facing criticism during playtests (and after the game’s release) are all inevitable parts of the process.“You’re not lazy. You just think you’re the ultimate authority of how your time should be spent.” (00:28:15)Ryan shares a bit of wisdom from a mentor who changed his view on productivity: procrastination isn’t laziness—it’s allowing emotions to dictate actions instead of committing to long-term goals. In game design, discipline and clear objectives are essential for overcoming creative blocks and finishing projects. The magic trick? Set deadlines. Small, achievable deadlines keep you focused, help to build momentum, and push you forward.“In the moments of the biggest discomfort, I'm not going to remember why I'm doing it. I'm just going to want to walk away.” (00:46:32)Ryan describes the importance of keeping your core purpose front and center. People often lose momentum in business, relationships, or creative pursuits by focusing on immediate struggles instead of the bigger picture. Having clear, daily reminders of your “why” helps push through challenges and stay on track. A microcosm of this in game design is the core mechanic—staying focused on it ensures a cohesive experience and guides every design decision. In my episode with Steven Pressfield, we explore similar strategies for managing this discomfort, which he calls Resistance. Check it out here:“You’re not seeing the world as it is—you’re seeing it through the lens of your history.” (01:02:48)Ryan explains how past experiences can unconsciously shape how we interpret new situations. To Ryan, the key to growth is recognizing when old patterns influence our current decisions and then learning to step outside of them. Self-awareness is the first step to real change in leadership, relationships, or personal development. This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit justingarydesign.substack.com/subscribe